Branding Directories

I am fascinated with how stories and companies are marketed, so I was interested to borrow Branding (Design Directories) by Helen Vaid from my local library.

Helen Vaid at the time of writing was Sales and Marketing Director at Tornado Productions Ltd., having been involved in branding for Vodafone, 3M, British Telecom, American Express and many other leading global organisations.

The first half of the book looked at how brands are created, and how the process of development works – for example the differences between branding a specific product and branding a service business.  Vaid then goes onto look in more detail at the main styles of branding through broadcast media, billboards, newspapers and magazines, sales promotions and the internet.

The second half of the book looks at a number of case studies.  Some of these are examined from a historical aspect – looking at how a particular brand has developed over time – for example, the development of the Shell, Apple, Coca Cola and others.  Others she looks at how particular areas are branded, e.g. news, fast food, coffee shops, and more.  These are helpful to see the changes, especially in the 1990s and early 2000s.

This is a helpful book, where the main disadvantage is that the book is quite dated, having been written in 2003 so misses out a decade’s worth of brand development, especially through the use of social media and viral adverts.

Chris
cskidd1983@gmail.com
Married to the amazing Sarah and raising Jakey, Daniel, Amelia, Josh & Jonah in our blended family. Passionate for Jesus, social work & sport.

0 thoughts on “Books I have read: AND: The Gathered and Scattered Church”

  1. Chris, great review. Thanks for such a thoughtful critique. Yours is one of the few more negative reviews I’ve seen. Have you read other posts on the blog tour? What are your thoughts?

    Have you read other books that have been more helpful to you, given your larger church gathering?

    AR

  2. Thanks Andrew for the comment, I’ve briefly read some of the other blog reviews, and I can see how the concept is incredibly important and how it is revolutuionising some peoples thinking. I think I wanted some more practical steps for our setting, but haven’t found anything else where that does that either.

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